Recruitment Campaign

The Problem

Pierce Transit was struggling to fill positions critical to operating our services. But we weren't the only ones. "Now hiring" ads were everywhere, and we needed to stand out. That part's obvious. But how? Less obvious. The average person is exposed to 4,000-10,000 ads a day. Which… is a lot.

The Solution

Pierce Transit had a leg up on our hiring competition. We offered more than the standard 8 to 5, paycheck-to-paycheck, grind-it-out jobs; we offered career opportunities and dynamic benefits. But more than that, we offered a happier, more fulfilled life.

To grab attention quickly, I wrote a clear, concise catchphrase for the campaign that was used across all deliverables - "Great Career. Happy You." We showed that happiness with photos of actual Pierce Transit operations staff.

The Result

Not only did our campaign stand out - it converted. Over the 12 months it ran, Human Resources reported a 58% increase in applications and a 123% increase in hiring. As a result, Pierce Transit was one of the fastest Washington State transit agencies to restore service and ridership levels to what they were before COVID.